Danone Brand

Part
01
of six
Part
01

Danone - Key Themes

Danone's key themes as per their promotions in the past 18 months are "health and sustainability development."

HEALTH AND SUSTAINABILITY DEVELOPMENT

HOW THE COMPANY HOPES TO INITIATE "SUSTAINABILITY DEVELOPMENT" AS INTERNAL BUSINESS CHANGES


PUBLIC REMARKS FROM KEY EXECUTIVE PERSONNEL

  • FRANCISCO CAMACHO, Executive Vice President, Essential Dairy and Plant-Based, said that the company wants to offer wider-ranging food and drink choices that become a natural part of consumers’ healthy eating habits throughout the day, adapted to today’s needs and lifestyles.
  • HENRI BRUXELLES, Executive Vice President, Waters and Africa, said: "Our main focus is to enhance the experience of drinking plain water—that's the core of our business, and the healthiest choice you can make."
  • BRIDGETTE HELLER, Executive Vice-President, Early Life Nutrition and Advanced Medical Nutrition, said that specialized nutrition truly speaks to our one planet. The company believes in one health vision because they don’t just look at the nutritional component of health but also look at taking care and contributing to the well-being of our consumers and of the planet."
  • EMMANUEL FABER, Chairman & CEO, said that the consumers are craving change. They expect large organizations like Danone to bring our scale of impact to change the world for the better."
  • Faber is also eyeing coffee for further growth as the company takes aim at bigger rivals like Nestle and JAB Holding Co.
  • Danone is adding more ready-to-drink options to the Alpro line, such as soy-based Ethiopian coffee with caramel, and expanding it in new markets in Europe.
  • Faber said he couldn’t rule out creating additional coffee brands in the future.
  • Faber also said that the company is “uniquely positioned” to embrace the food revolution and plans to accelerate its core plant-based beverages and yogurt categories, expanding into adjacencies, and unlocking opportunities in the dairy business and tapping further into the high potential for plant-based growth.

RESEARCH STRATEGY:

How was this determined as the only key theme that Danone has focused on in the past 18 months?

We started by diving into the company website to get an idea about what the company is focusing on. After carefully going through their mission, vision, and goals, we noted that the company is purely focusing their products on "health and sustainability development."

We found many sections on their website which only talk about how the company is working toward being sustainable and how they are focusing on healthy foods. Based on these findings, we determined that their main theme is "health and sustainability development," which is executed through aspects like organic foods, fat-free yogurt, growing as a BCorp certified company, taking a stand for sustainably sourced ingredients, and for simple recipes and clean labels. They emphasize essential dairy and plant-based products, early life nutrition, medical nutrition, and waters. All of these are aligned with health and sustainability.

Next, we wanted to check if they are also promoting or advertising health and sustainability. To determine this, we checked their social media platforms like YouTube, Instagram, Twitter, and advertising information portals like Moat, through which we noted that most of their advertisements were focused either on being healthy or being more sustainable. Also, we checked multiple articles on Danone's ads and campaigns around the world and most of them were thematically focused one way or another on health and/or sustainability with sub-themes like vegan, organic, fat-free, natural products. Therefore, we found that the key themes of Danone's campaigns globally are health and sustainability.

Next, to ensure that these are the only themes that the company has been focusing on and will continue to focus on in the future, we found an article from Marketing Week which clearly specifies that Danone is re-positioning itself in line with a radical new approach to support people in their choice for healthier and more sustainable eating. We included this as proof that health and sustainability are indeed the only key themes.

In conclusion, we determined that the concept of "health and sustainability development" is of the utmost importance to the company, given that each of their products is focused on it and this is where the company had been in previously focusing on. Therefore, these were considered as the key and only themes.
Part
02
of six
Part
02

Danone - SWOT Analysis

We have done a comprehensive SWOT analysis of Danone. The company has many strengths some of which includes its variety of yogurt flavors, the quality of their products and their focus on health. They are, however, weak in terms of their long term focus, as well as their focus on premium segments of their products. There are a number of opportunities and threats that can change the company's overall revenue. The details of our findings are outlined below.

DANONE'S SWOT ANALYSIS

Strengths/Competitive Advantages

Weaknesses

Potential Opportunities & Areas of Growth

Threats

Current Standing of Danone

RESEARCH STRATEGY

To begin our research we examined marketing websites, articles from news outlets, food news websites, and government websites. We began our research on Marketing91, Market Insider, and SWOT & PESTLE in an attempt to gain a proper SWOT analysis of Danone. Here we were provided with the strengths, weaknesses, opportunities, and threats of Danone. We also got an inside look to the market share value of Danone. We were provided with the company’s financial standing and market share value on Market Insider as well as the company’s website.

We then looked through articles found on Business Insider, Forbes magazine, and MBASkool. This was to gain further insight to the company’s threats, their financial standing, and their current environmental contribution. We completed our research visiting Food Business News, Food Bev, and the official Danone website for insight of Danone’s new and healthy products. Other information about recent recalls was found on the official FDA government website.

Part
03
of six
Part
03

Danone - Chief Marketing Officer

Valeria Hernando-Presse is an accomplished marketing executive who has made a notable contribution to the marketing industry. She began her career in marketing at Yoplait in 1990, and in 1994, she joined Danone. She has worked in several departments at Danone before being appointed as the marketing director in 2000. Hernando-Presse's zeal for her work is evident in her marketing style as she believes that a brand should be committed to both the society and the environment.

CURRENT POSITION

PREVIOUS ROLES AT DANONE AND PAST WORK EXPERIENCE

  • Hernando-Presse worked as the chief brand officer of Danone's "One Planet One Health" from October 2015 to October 2017.
  • She was the vice president for public affairs at Danone from September 2014 to September 2015. Her role was to foresee the building of the "global public affairs function" for the company.
  • Hernando-Presse was the general secretary of Danone Dairy from January 2011-August 2014. She was in charge of both external and internal stakeholders.
  • Hernando-Presse worked at Groupe Lactalis as the chief marketing officer from February 2007 to February 2011. She was in charge of brands strategy, media strategy and buying, consumer insights, and marketing capabilities.
  • From September 2003 to January 2007, she worked as a strategy consultant at Mandragore. She led various strategic missions on growth strategies.
  • She has also served as the marketing director at Danone Dairy from September 2000 to August 2003.

PROFESSIONAL INTERESTS, MAJOR PROJECTS, AND CURRENT BUSINESS

  • Hernando-Presse is passionate about transforming the marketing industry, and her focus is to remain consistent while impacting the society positively.
  • Since 2017, Hernando-Presse has made a critical contribution in the forming of “One Planet One Health,” a corporate vision for Danone, and together with her team, they are working towards making it a reality.
  • At Groupe Lactalis, she managed strategic projects which brought long term impact to the organization. She also designed and deployed training programs and created new branding models.
  • She designed and led pilots for a new concept store "So' Redoute" for La Redoute.

PERSONAL INTERESTS AND EDUCATION BACKGROUND

  • From 1987 to 1989, she studied marketing and strategy at KEDGE Business School.
  • According to her Facebook profile, she likes basketball.

LITTLE KNOWN FACTS ABOUT HER IN GENERAL

  • Hernando-Presse has been to Reserva de Villavicencio in Mendoza Province.
  • She believes in the importance of an individual being authentic as it is critical in building relationships that are trustworthy and authentic. Also, according to her, being bold and resilient in spite of failure contributes to having a brand that never dies.

CONTACT INFORMATION

YOUR RESEARCH TEAM APPLIED THE FOLLOWING STRATEGIES

To provide an overview of Valeria Hernando-Presse, her background, and achievements, we first search for her information from social media platforms like LinkedIn, Facebook, and Twitter. From LinkedIn, we were able to get an in-depth overview of her career life with minimal information on her education as we only found her college education. There was also no information on her personal interests, family, and contacts. Twitter dose not provide the required information. On Facebook, we could not get detailed information on her personal life as she has not made it public. However, we identified that her favorite sport is basketball.
We then proceeded to check her profile on the company's website. Our focus was to identify her contact information and any information on her personal life and family. Unfortunately, our search was unfruitful. Afterward, we used search engines like Rocket Reach to find her personal email address and phone address. We were fortunate to find her email address but not her phone number.
Our third approach was to check for personal and family information from her interviews from sources like Sound Cloud, Ad Forum, E-Marketing, Apple podcasts, among others. The interviews are more on her role as Danone's Global CMO with little information on her personal life, interests, and family.
Part
04
of six
Part
04

Danone - Chief Strategy & Insights Officer

Elaine Rodrigo is an accomplished insights officer who is committed to transforming an organization into one that is truly consumer-centric. She is currently the Chief Strategy & Insights Officer at Danone.

OVERVIEW

  • Elaine Rodrigo is the Chief Strategy & Insights Officer at Danone since January 2017. She is currently based in Paris, France.
  • Her role is leading Danone’s continued efforts in focusing on the consumer to drive sustainable growth and achieve the mission of the company to bring health through food to as many people as possible.
  • She is responsible for leading "the transformation of the S&I function to be future-ready in today’s disruptive consumer-market paradigm."
  • She previously worked for Modelez International from January 2013 to December 2016 as their Global Director of Consumer Insights & Strategy for their Biscuits Category. Elaine also worked in the same position but for their Asia Pacific division from October 2007 to December 2012.
  • Elaine Rodrigo worked as Area Market Research Director for Reckitt Benckiser from February 2006 to September 2007, She was reporting to the SVR of Global MR and dotted to the EVP of Developing markets. She was responsible for market research across Asia, Middle East, Africa, and Latin America. She managed a team of four regional market research management, and she was also responsible for research leadership and strategic insights.
  • Elaine also worked as a Global Category Market Research Director from January 2003 to January 2006, where she provided research leadership and strategic insights.
  • Elaine worked as a project manager at The AMI Group that merged with other agencies and now is part of Ipsos Group from September 1999 to February 2001. She reported to the Managing Director, and her role was managing and developing key accounts such as SingTel, Phillips, ExxonMobil, McKinsey & Co.
  • She worked as a Senior Research Executive from 1998 to 1999, reporting to the Research Director. She supported research directors and managed multi-country projects in Asia, America, and Europe.
  • Elaine worked part-time as a lecturer and tutor while pursuing her Ph.D. at Monash University. She taught Principles of Marketing, issues in competitive advantage, marketing planning, and advanced research techniques.
  • She is fluent in Chinese, English, and French.

PROFESSIONAL INTERESTS AND INITIATIVES

  • According to her LinkedIn profile, her passion lies with consumers and knowledge building activation.
  • She is more interested in areas of strategy and innovation, particularly how to fuel both sharp consumer insights and understanding.
  • According to Warc, Rodrigo has made some significant changes to the way the company approaches segmentation by using tribes instead of the usual demographics. Tribes are groups of people united by their passions. Such contributions made Danone see some significant uplifts in their campaign metrics.
  • She shared on LinkedIn that they are increasingly leveraging digital data & tech to unlock deep human insights & predict trends to drive growth.

PERSONAL DETAILS

  • Elaine Rodrigo attended Monash University from 1991-1994 where she attained her Bachelor's of Business in Marketing. She also earned her Doctor of Philosophy in International Marketing from 1995-1998 at the same school.
  • Elaine attended Victoria Junior College for A-Levels studies from 1989 to 1990.
  • She also attended Tanjong Katong Girls School for her GCE Cambridge O Levels from 1985 to 1988.
  • According to her Facebook page, she likes films, TV programs such as Mind Your Language - The Virtual Reunion, and sports.
  • Jaime Teo is listed on her Facebook profile as "cousin". Lance Heng is also listed as "family member."

LITTLE KNOWN FACTS

  • Elaine Rodrigo has lived in four different countries namely France (she currently resides in Paris), Australia, Singapore, and the UK
  • She initially chose to study accounting in college but changed her mind to study marketing in the first week of resumption, after an inspiring lecture at a marketing class.
  • According to Rodrigo, her most significant achievement is "balancing a happy marriage and family life with a successful career."

RESEARCH STRATEGY

To provide an in-depth overview of Elaine Rodrigo, we looked into her LinkedIn and Facebook profile.
We began our investigation into Elaine Rodrigo's social media presence with direct searches on all social media platforms (e.g., Facebook, Twitter, and others). We were able to find some information on LinkedIn and Facebook, although we were unable to locate her contact details. We tried to get this from Monash where she was a student and a lecturer, but there was no such information.
Our next step was to expand our search to media publications such as The New York Times, The Wall Street Journal, and others. These searches did not yield any information. General inquiries for her in other databases brought up little useful data beyond what we have presented here.


Part
05
of six
Part
05

Danone - Marketing Activities

Some of the significant marketing initiatives that Danone embarked recently include Indonesia Aqua brands, Indonesia early nutrition milk brands, India nutrition and dairy brands, North American multi-category brands, and China early life nutrition brands.

Indonesia Aqua Campaign

  • Danone Aqua has chosen Lion and Lion to deploy digital campaigns for this category in Indonesia. The campaign will cover the whole beverage line-up of Danone Waters in the country.
  • The campaign will cover the following Danone Aqua brands: Aqua, Mizone, and Vit brands.
  • The agency plans to create digital marketing campaigns that will showcase innovation and creativity to enable the brands to drive business growth.

Indonesia Milk Brands Campaign

India Nutrition and Daily Portfolio Campaign

North America Multi-category Campaign

  • Danone has chosen WPP's Wavemaker to undertake its multi-category campaign in North America.
  • Under the deal, Wavemaker will develop its campaign for all the brands of Danone in the US and Canada.
  • This will include promotions for the dairy and plant-based food and beverage items.
  • Brands under the Danone Waters of America such as Evian will also be covered.

China Early Life Nutrition Campaign

  • Danone will work with the Madwell agency to promote its early life nutrition products in the South China and Hong Kong markets.
  • The brands that will be included in the promotion are the following: Cow and Gate, Aptamil, and Nutricia brands.
  • Madwell plans to implement a more robust marketing campaign that will involve new strategies and channels to be able to reach target consumers.

India Health Food Drink Campaign

India Health and Nutrition Campaign

  • Danone has selected Avian as its agency partner in growing its health and nutrition brands throughout India.
  • The agency will handle the creation and deployment of country-wide and region-focused strategies to support the continuous growth of the company across the countries.

RESEARCH STRATEGY

We looked through various sources such as Adage, Emarketer, Marketing Interactive, Red Book, and Exchange Media, as well as other sites to determine the marketing initiatives of Danone across the globe. Based on what we found, we selected those initiatives from the last 2-3 years that involved several brands across a whole country or a whole region to be considered as major ones.
Part
06
of six
Part
06

Danone - Market Shares

In 2018 Danone market share in the global water industry was 0.66%. Its specialized nutrition segment accounted for about 7.12% of the global specialized nutrition market. Danone essential dairy and plant-based products accounted for about 1.82% of the global market.

WATER MARKET SHARE

  • In 2018, Danone accounted for 0.66% of the global water market revenue.
  • Danone recorded $5.06 billion (€4.5 billion) as sales revenue from its waters segment in 2018.
  • Global water industry market size was $770 billion in 2018.

SPECIALIZED NUTRITION MARKET SHARE

  • In 2018, Danone accounted for 7.12% of the global specialized nutrition market revenue.
  • Specialized Nutrition segment recorded sales revenue of $7.99 billion (€7.1 billion) in 2018.
  • Global medical nutrition market recorded approximately $40.16 billion in 2018. The market recorded $37.6 billion in 2017, and it is predicted to reach $52.3 billion by 2022 at a CAGR of 6.8%.
  • Global early life (infant) nutrition market size was $71.40 billion, and $98.90 billion at a CAGR of 5.58%.
  • Global specialized nutrition (early life and medical nutrition) market revenue is estimated to be approximately $111.56 billion ($40.16 billion + $71.40 billion).

ESSENTIAL DAIRY AND PLANT-BASED MARKET SHARE

  • In 2018, Danone had a market share of 1.82% in the global essential dairy and plant-based products market.
  • Danone essential dairy and plant-based product segment revenue was $14.63 billion (€13 billion) in 2018.
  • Global dairy and plant-based products market revenue as of 2018 is estimated to be about $802.1 billion.
  • Global dairy market revenue is expected to grow at a CAGR of 5% from 2019 to reach $703.5 billion by 2024. Global dairy market revenue as of 2018 is estimated to be approximately $524.96 billion.
  • Plant-based products include plant-based beverages, plant-based snacks, plant-based food, and plant-based meat.
  • Global plant-based market revenue as of 2018 is estimated to be approximately $277.14 billion.
  • Global plant-based food market revenue in 2018 was $4.6 billion, and it is forecast to grow at a CAGR of 7.1% from 2018 to 2028.
  • Global plant-based beverages market is forecast to hit $388.42 billion by 2023, growing at a CAGR of 8.5% from 2018 to 2023. The global market revenue as of 2018 is estimated to be about $258.32 billion.
  • Global plant-based snacks market recorded $8.82 billion in 2017, and it is projected to grow at a CAGR of 8.7% from 2018 to 2028. The market recorded about $9.59 billion as sales revenue in 2018.
  • Global plant-based meat industry market revenue was $4.63 billion in 2018, and it is expected to reach $6.43 billion by 2023 at a CAGR of 6.8%.

RESEARCH STRATEGY

To provide the requested information regarding Danone main business lines market share, your research team scoured through Danone's annual reports as well as media sources like PR Newswire, and Business Insider, in search for information to regarding Danone's waters, specialized nutrition, and essential dairy and plant-based products market shares. While we were able to find information regarding the company's major segments revenue, information regarding its market share in the global market was not available in the public domain.

We then proceeded to comb through market reports, and media sources for information regarding the various global market revenue that Danone operates. A thorough and wide-reaching search through the above sources provided information and data points that we have leveraged to estimate the various global market revenue as well as Danone's market share in the global market as shown below.

CALCULATION

WATERS

Danone market share = Danone revenue / Global revenue * 100
Danone water revenue — $5.06 billion
Global water market revenue — $770 billion
Danone market share = $5.06 billion / $770 billion * 100 = 0.66%

GLOBAL SPECIALIZED NUTRITION

Global Specialized Nutrition = Early Life Nutrition + Medical Nutrition
Global Specialized Nutrition = $40.16 billion + $71.40 billion = $111.56 billion
Danone market share = Danone revenue / Global revenue * 100
Danone market share = $7.99 billion / $111.56 billion * 100 = 7.16%

ESSENTIAL DAIRY AND PLANT-BASED

Global Essential Dairy Market Revenue Estimation

While a thorough search through various market reports and media sources provided no information on the global essential dairy market size or data points that we might use in triangulating a proxy. We have assumed the global dairy industry revenue as a proxy for the global essential dairy market and have estimated the market revenue to be $524.96 billion as follows: Using Omni CAGR calculator, 5% as the CAGR, $703.5 billion as the final value, and 6 years (2018 to 2024) as the number of periods, we estimated global dairy market revenue as of 2018 to be $524.96 billion.

Global Plant-based Products Market Revenue Estimation

Plant-based products include plant-based beverages, plant-based snacks, plant-based food, and plant-based meat.
Global plant-based food market revenue in 2018 was $4.6 billion
Using Omni CAGR calculator, 8.7% as the CAGR, $8.82 billion as the initial value, and one year (2017 to 2018) as the number of periods, we estimated global plant-based snacks market revenue as of 2018 to be $9.59 billion.
Using Omni CAGR calculator, 8.5% as the CAGR, $338.42 billion as the final value, and 5 years (2018 to 2023) as the number of periods, we estimated global plant-based beverages market revenue as of 2018 to be $258.32 billion.
Global plant-based meat industry market revenue was $4.63 billion in 2018

Global Dairy and Plant-based Products Market Reveneu Estimation

Total global plant-based products market revenue = plant-based beverages market revenue + plant-based snacks market revenue + plant-based food market revenue + and plant-based meat market revenue.
Total global plant-based products market revenue = $258.32 billion + $9.59 billion + $4.6 billion + $4.63 billion = $277.14 billion
Global dairy and plant-based products market revenue as of 2018 is estimated to be about $802.1 billion as follows:
Global dairy and plant-based products market revenue = global dairy market revenue + global plant-based products market revenue
Global dairy and plant-based products market revenue = $524.96 billion + $277.14 billion = $802.1 billion

Danone Market Share Estimation

Danone market share = Danone revenue / Global revenue * 10
Danone essential dairy and plant-based product segment revenue was $14.63 billion (€13 billion) in 2018
Global dairy and plant-based products market revenue as of 2018 is estimated to be about $802.1 billion.
Danone market share = $14.63 billion / $802.1 billion * 100 = 1.82%

NOTE:

All sales revenue reported in Euro (€) were converted to USD ($) at the rate of €1 to $1.13 using Google currency converter.
Sources
Sources

From Part 01
From Part 06
Quotes
  • "New forecasts published by GWI have projected that the value of the global water market, representing the sum of both operating and capital expenditures by utilities and industrial water users on water and wastewater, is expected to grow from $770B in 2018 to $914.9B by 2023."
Quotes
  • "Global medical nutrition market is estimated at US$37.6 billion in 2017 and is projected to reach US$52.3 billion by 2022 at a CAGR of 6.8% between the two years."
Quotes
  • "The global infant nutrition market was valued at USD 71.40 billion in 2018 and is estimated to reach USD 98.90 billion in 2024, witnessing a CAGR of 5.58%. "
Quotes
  • "Global Plant Based Food Market Size is estimated to be valued over 4.6 billion in 2018 and will register a CAGR of above 7.1% to create high revenue opportunity during the forecast period 2018-2028."
Quotes
  • "Global Plant-based Beverages Market is expected to exhibit a strong 8.5% CAGR over the forecast period from 2018 to 2023, growing to a value of USD 388.42 bn by 2023, according to a new research report from Market Research Future (MRFR)."
Quotes
  • "The plant-based meat industry is also on the rise, according to a new report from Markets and Markets. The report notes that the meat substitutes market is expected to reach $4.63 billion this year and to rise to $6.43 billion by 2023."
Quotes
  • "The meat substitutes market is projected to grow from 4.6 billion in 2018 to USD 6.4 billion by 2023, recording a compound annual growth rate (CAGR) of 6.8% during the forecast period. "
Quotes
  • "The dairy market is projected to be valued at USD 703.5 billion by 2024, while registering a CAGR of 5% over the forecast period."